Ancestors

Toot

Written by Cabel Sasser on 2025-01-16 at 18:52

An incredible copywriting moment.

My friend @michaelsteeber knows I love a good packaging redesign, and spotted this unusual label revision. Why are they switching the wording to the version in the second photo? What happened?!?

Well. When you're ready for the answer, open the second post…

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Descendants

Written by Cabel Sasser on 2025-01-16 at 18:53

…oh. yeah. got it. good change 👍

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Written by Tim Murtaugh on 2025-01-16 at 18:57

@cabel wait, they're switching to the one that’s more ambiguous about whether the enthusiasts are white or the popcorn is white?

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Written by Brian Webster on 2025-01-16 at 18:58

@cabel White popcorn supremacy? 🤔

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Written by Daniel Hritzkiv on 2025-01-16 at 19:05

@cabel wouldn't “for enthusiasts of white popcorn” be better than "for white popcorn enthusiasts" if they're trying to avoid specific implications (in any case, I don't think it's a big deal for this packaging)

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Written by Jonathan Hendry on 2025-01-16 at 19:06

@dhritzkiv @cabel

Also I think “yellow popcorn enthusiasts” is worse than “white popcorn enthusiasts” especially if the latter exists at all.

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Written by Cabel Sasser on 2025-01-16 at 19:09

@jonhendry @dhritzkiv fixed!

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Written by Drew Pickard on 2025-01-16 at 19:27

@cabel

lol

I can just imagine the person who brought this up and people in the meeting going 😳

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Written by Florian Taltavull on 2025-01-18 at 21:36

@cabel Oh my 🤦‍♂️

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Written by pmonks (330ppm) on 2025-01-16 at 18:57

@cabel @michaelsteeber Oooh oooh I’m going to guess either:

1. They save $0.0000000001 / can in ink by cutting 2 letters

2. “enthusiasts of yellow popcorn” has a meaning that I’m too scared to search for on The Urban Dictionary

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Written by Codhisattva on 2025-01-16 at 18:55

@cabel @michaelsteeber looks like 4 or 5 meetings worth of work by the legal and marketing teams!

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Written by Fish Id Wardrobe on 2025-01-16 at 19:02

@cabel @michaelsteeber seems like the new wording is the one you'd want to switch away from? I'm white and I like popcorn, so…

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Written by Conlan Spangler on 2025-01-16 at 19:03

@cabel I think your images are out of order (the alt text is wrong). I was confused for a moment.

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Written by Alex on 2025-01-16 at 19:19

@cabel @michaelsteeber we have to keep a close eye on ingredients because of a food allergy, one thing we see very frequently is that companies will do a minor packaging change when ingredients or 'made on a line with' change. Swap a couple colors, change some wording etc.

This kind of change would have me triple checking the ingredients / facility warnings, I'd probably barely notice the actual wording!

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Written by MacBalance on 2025-01-16 at 19:31

@cabel @michaelsteeber I swear on my client this initially came up with the “for yellow popcorn enthusiasts” as the first (older) photo. Then it switched.

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Written by Cabel Sasser on 2025-01-16 at 19:33

@MacBalance @michaelsteeber Yeah I messed up my copy/paste then fixed it. (Also that you can’t reorder photos in my Mastodon client kills me hahah)

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Written by alexisw on 2025-01-17 at 06:47

@cabel @michaelsteeber WOW. Horrified and wondering how the first one got made and how long it was on shelves!

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Written by Sean on 2025-01-18 at 00:01

@cabel @michaelsteeber I’m guessing it’s a race thing 😬😬

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